Roles of Emotional Appeals in Decision-making - Essay Example

? Roles of Emotional Appeals in Decision-making Fill (2009, p. 18) asserts, “Emotional responses assume decision-making is not made through active thought processing, but as a result of emotional reaction to communication stimulus”. Emotions are like a hidden part of us that help or drive us to make some critical decisions. While some individuals argue that we make decisions through critical thinking, most of our decisions are made depending on our emotions (Fill, 2009, p. 19). Our moods and feeling towards particular ideas or items critically shape the decisions we make concerning that idea. For instance, a business manager coming to work loaded with stress from family issues is likely to spend the whole day making poor and inaccurate decisions at work. In addition, the same manager is likely to change the way he or she is treating people on that particular day. Therefore, emotions also determine how we relate with other people in our daily lives. Emotional appeals have the same effect in the business environment. They influence the way in which both business and customers make their decisions. Therefore, emotions have a significant impact on the effect of marketing on the customers (Fill, 2009, p. 20). While the business may market its products effectively, it may not succeed in attracting the attention of the customers. A business should take into consideration the emotions of its customers when advertising its products. This is because marketing triggers different emotions in the customers. Customers tend to develop different emotions and feelings towards a product or a service depending on the way it has been advertised (O'Shaughnessy & O'Shaughnessy, 2003, p. 10). Previous studies stated that consumers make rational decisions where, before they come to a conclusion to purchase a product, they have to think keenly and make wise decisions. However, current studies argue that consumers only use emotional appeals and rarely apply rational appeals (Fill, 2009, p. 18). Consumers mainly seek to purchase products that satisfy their emotions. For this reason, as marketers communicate to their customers, they take into consideration the emotions that they might trigger on their customers. There are different factors that might trigger emotional responses in customers, thus manipulating the way in which customers make their decisions (Albers-Miller & Stafford, 1999, p. 42). Colour Colour is a very significant factor that greatly affects the way in which customers perceive different products and services. Individuals have different attitudes and notions towards different colours. Other individuals also associate different colours with different types of issues. For instance, most people in the society associate black colour with evil. On the other hand, white colour is associated with purity and peace. Therefore, individuals will develop different feelings when they see black colour being used in a certain advertisement. For instance, a consumer that associates black with evil will perceive products being advertised using the colour as having a certain vice. Therefore, such a consumer will not even spend time to think of purchasing such a product. The decision of whether to buy the product will entirely depend on the colour that has been used (Albers-Miller & Stafford, 1999, p. 43). On the other hand, the same customer may be triggered to purchase a product that has been advertised using the white colour just because he or she associates white with peace and purity. Therefore, although the products advertised in black colour might be better than the one advertised in the white ones, the emotional appeals of the customer will force him or her to purchase the bad product. Therefore, basing on colour, organisations should assess their target market to check if it is conservative. This is because most interpretations of colour come mainly from conservative people. However, some people, especially women, also have an attitude towards colour. For instance, most women like to be associated with colours like pink, sky blue and red. Therefore, a company selling products that are mostly used by women will have to use colours that appeal to women. Dull colours such as dark blue usually put off many women since they just have negative emotions towards such colours. If a company is marketing a spray belonging to women, it has to use bright colours in order to raise their emotions. Contrary, it is likely to attract very few females to purchase its product. This is because women’s emotions are highly affected by colour. Music Music also affects the emotional appeals of customers in the market. If an organisation intends to communicate to its customers via a certain type of song, then it will have to use songs that are preferred by a large number of individuals in the society. Different types of songs trigger different emotions in human beings (Albers-Miller & Stafford, 1999, p. 45). For instance, a customer passing by a certain restaurant may be forced to stop and have a drink in the restaurant just because a certain song was being played in the restaurant. Such a customer might not even have planned to take a drink, and thus, the purchase would be utterly independent from active thought processing. Similarly, a customer can enter a store to buy groceries, but immediately a certain song is played in the store, and he or she decides to call off her purchase. This is due to the emotions that might be being triggered by the song (Branthwaite, 2002, p. 168). On the other hand, some people just associate some music with bad or good things. People have different preferences when it comes to music. For instance, while some people love rock music, others think rock music makes someone aggressive and violent. Accordingly, when such customers find a product being advertised using rock music, they will dismiss such a product even before giving it a second thought. Such customers let their emotions decide for them (O'Shaughnessy & O'Shaughnessy, 2003, p. 15). Their feelings will determine if they will purchase a product or if they will even take time to listen to the advertisement. Customers’ emotions towards a song may be shaped by the lyrics of the song, or even the tone. This brings the factor whereby although a person may not know a particular song, listening to the lyrics for the first time may trigger certain emotions in him or her. Henceforth, the customer will decide whether to purchase the product or not, depending on the feelings triggered. People Certain people also trigger different emotions in human beings. While some people will cause positive emotions, others will cause negative emotions (O'Shaughnessy & O'Shaughnessy, 2003, p. 18). For instance, most young people like to be associated with celebrities. Therefore, when such persons see the celebrities, they tend to get a feeling of excitement in them. Therefore, an organisation can employ the tactic of contracting celebrities to run their campaign. The effect of this will be that some people will even purchase the organisation’s products just because they like the celebrity in the campaign. On the other hand, the character of the celebrity will also determine the emotions triggered in the audience. Therefore, when an organisation intends to communicate to its customers through a celebrity, it should hire a celebrity that is liked by a large number of people. This is because many people will be able to pay attention on the ads and even purchase the products in order to favour the celebrity. On the other hand, celebrities that display bad character traits towards the public can also have a negative effect on the sales of the product if used in a campaign. This is because such a celebrity may be raising emotions of anger and annoyance in the public (Albers-Miller & Stafford, 1999, p. 47). Therefore, some customers might even stop to use or consume a certain product just because they do not like the celebrity being used in the campaign. Therefore, celebrities raise different stimulus in people. Dressing is also a factor that might cause mixed emotions in people. If a celebrity runs an advertisement of organisation while dressed in clothes that are not pleasing to the public, then the public is likely to dismiss the product completely. However, some people may be of the opinion that the celebrity is dressed presentably. Therefore, their emotions will not be affected, and such persons will still purchase the product. Thus, organisations need to select celebrities that will evoke equal emotions in all persons (Mattila, 1999, p. 298). For instance, hiring persons who will not wear clothes that are too revealing will affect the emotional appeal of any individual in the society. However, most organisations tend to use propaganda in advertisements in order to control the emotions of the consumers. For instance, AXE Company normally advertises its body sprays for men using beautiful women that are barely clothed. Most men end up being completely convinced to purchase these products in order to attract such beautiful women to their lives. Therefore, they do not purchase the products because they have thought about it and realised that AXE products are good; they purchase out of the emotions created. Words and Language Type The type of language used by marketers to communicate to their audience greatly affects the emotions that will be created. The message in the advert should be designed in such a way that it stirs up emotions of excitement, laughter, joy, compassion, comfort, security and enthusiasm. Advertisements that use jokes excite the audience and thus lighten up people’s mood. Such advertisements will of course lead to increased purchases since customers will associate the product with the same level of excitement and enthusiasm (Branthwaite, 2002, p. 166). On the other hand, advertisements that use provocative languages are likely to shun off customers from purchasing the products. Customers should not be intimidated through the communication. This is because an intimidating communication could end up spoiling the emotions of the consumer. Consumers need to feel treasured and cared for by the consumers, and thus, the words that the marketers use to advertise their products will greatly affect the feelings created on the consumers. Organisations should also apply some sense of humour when advertising customers their products (Yu & Dean, 2001, p. 241). This way, customers will be more intrigued to listen to the advertisements. In addition, customers will also feel entertained, and there is a high probability that they will end up buying the products. Respect in the words used for advertisements also affects the emotions generated in customers. When communicating to their customers, marketers need to recognise that they are addressing different age groups. Therefore, the type of language used should show respect to people of all age groups. This is because vulgar language may create negative impressions, and consequently, customers will develop emotions that will make them decide not to purchase the product (Yu & Dean, 2001, p. 248). When customers shop for products, there are usually those emotional benefits that they are searching. For instance, customers need to feel a sense of achievement and pride. Customers need to feel some sense of security and self-accomplishment. Other emotions that individuals want to create while shopping include conformity, ambition, power and love (McMurry, 2012, p. 2). Therefore, customers are more likely to choose advertisements that boost these emotions in their lives. On the other hand, advertisements that reduce the level of these emotions in the consumers are more likely to be ignored by the consumers (Yu & Dean, 2001, p. 240). Thus, organisations should advertise their products in such a way that they capture all these emotions in the consumers. For instance, when communicating to the consumers, the advertisements should try to convince the consumers that once they purchase these products, they would feel some sense of achievement. Once customers realise their emotions are being influenced by the products that they use, they will be more attracted to purchase these products. This is because customers will purchase the products that have more emotional benefits (McMurry, 2012, p. 3). Staff and sales persons The kind of sales persons employed by the organisation will also determine the emotions generated in the customers (Yu & Dean, 2001, p. 235). Some of the sales persons employed by an organisation might treat customers in an ugly and weird manner. This may cause customers to develop negative emotions towards the company and its products. The way in which the sales persons communicate with the customers will also affect the emotions developed in the consumers (Mattila , 1999, p. 294). Customers need to be listened to closely so that they can ask all the questions that they have. On the other hand, some sales persons are always in a hurry while communicating with customers, and thus, they end up annoying customers who have the need to ask more questions. Therefore, in order to consider customers’ emotions, organisations should ensure their sales people and front office staff are well dressed and well trained on how to communicate with their customers. In conclusion, indeed emotions are a defining force in a person’s life. Emotions affect different consumer behaviours and decisions. The decisions made by consumers mainly arise from the emotions developed from the communication with the marketers. Emotional appeals stir up emotions in consumers that can motivate purchase of the products being sold. On the other hand, some emotional appeals develop emotions that discourage a person from purchasing the products. Therefore, advertisers should ensure that they build emotions of love, humour and joy in the consumers. This way, customers will be more convinced to buy the products. Organisations should consider factors such as colour, sales persons employed, language and music. In addition, all these factors will also depend on the target group of the business. For instance, the music that will be appealing to young people is different from that which appeals to aged persons. Therefore, organisations should ensure that as they choose the type of music to use to communicate to their customers, they select it according to the targeted customers. The moods and feelings of the customers will greatly affect the way in which they make the decision of whether to purchase the products or not. In addition, language also affects the emotions of the customers. Customers need a clear and respectful communication. Consumers’ decisions will always arise from their emotions but not from an active thought processing. References Albers-Miller, N. D., & Stafford, M. 1999. An international analysis of emotional and rational appeals in services vs goods advertising. Journal of Consumer Marketing, 16(1), 42-57. Branthwaite, A. 2002. Investigating the power of imagery in marketing communication: evidence-based techniques Qualitative Market Research. An International Journal, 5(3), 165-171. Fill, C. 2009. Marketing communications: Engagement, strategies and practice. Harlow: Pearson. Mattila , A. S. 1999. Do emotional appeals work for services?. International Journal of Service Industry Management, 10(3), 292-307. McMurry, J. 2012. How to Harness the Power of Emotional marketing. Retrieved May 17, 2013, from http://ebookbrowse.com/how-to-harness-the-power-of-emotional-marketing-2-pdf-d290620025 O'Shaughnessy, J., & O'Shaughnessy, N. J. 2003. The marketing power of emotion. Oxford: Oxford University Press. Yu, Y. T., & Dean, A. 2001. The contribution of emotional satisfaction to consumer loyalty. International Journal of Service Industry Management, 12(3), 234-250. Read More